WATERMARKED MEDIA CONTENT IN IPTV OR iTV NETWORKS

ABSTRACT

A system that incorporates teachings of the present disclosure may include, for example, a server having a controller to manage a library of pointers to altered media content, and enable a network element of an interactive media network to access additional media content responsive to detecting a selection of the watermark at the network element. The altered media content is created by embedding a watermark in media content presentable at the network element. Other embodiments are disclosed.

FIELD OF THE DISCLOSURE

The present disclosure relates generally to watermarking of mediacontent and more specifically to a method and apparatus for watermarkingmedia content in an interactive media network.

BACKGROUND

With the advent of various versions of broadband technology, serviceproviders are now able to provide broadband services to residences andcommercial establishments over twisted pair lines. Broadband servicescan include Internet service, telephony, and interactive Television(iTV). In the case of iTV services, the service provider typicallyprovides access to media stored on a backend server as provided by adistribution source. The media may be static and available upon requestor dynamic in nature where the media may represent scheduled contentwhich may be more temporary in nature.

Existing media content can include watermarks, but such watermarks aremerely used to designate a source or an origin of the content. Suchwatermarks are typically embedded by the producers of the originalcontent.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 depicts an illustrative embodiment of a communication system;

FIG. 2 depicts an illustrative embodiment of a portal interacting withthe communication system of FIG. 1;

FIG. 3 depicts an illustrative embodiment of a communication deviceutilized in the communication system of FIG. 1;

FIG. 4 depicts an illustrative embodiment of a method operating inportions of the communication system of FIG. 1; and

FIG. 5 is a diagrammatic representation of a machine in the form of acomputer system within which a set of instructions, when executed, maycause the machine to perform any one or more of the methodologiesdiscussed herein.

DETAILED DESCRIPTION

One embodiment of the present disclosure can entail a method at a settop box (STB) comprising altering media content from a procured channelin an Internet Protocol Television (IPTV) network where the alteredmedia content includes a watermark and the watermark comprises anembedded link to additional media content, storing the altered mediacontent having the watermark and the additional media content, creatinga library of metadata pointers to the altered media content and theadditional media content, and sending the library of metadata pointersto a server, wherein the server presents a media on demand (MoD) optionfor access to the altered media content to users on the IPTV network andwherein a selection of the watermark invokes access to the additionalmedia content.

Another embodiment of the present disclosure can entail acomputer-readable storage medium having computer instructions to embed awatermark in media content for presentation at a rendering deviceoperating in an interactive television (iTV) network where the watermarkcomprises an embedded link to additional media content, store theembedded link in a library of pointers, wherein a selection of thewatermark invokes access to the additional media content which modifiesthe media content associated with the watermark, thereby producingaltered media content.

Yet another embodiment of the present disclosure can entail a mediaprocessor such as a set top box having a controller to receive mediacontent from an iTV network, wherein the media content contains awatermark having an embedded link to access additional content, andaccess the additional content responsive to a detected selection of thewatermark.

Yet another embodiment of the present disclosure can entail a serverhaving a controller to manage a library of pointers to altered mediacontent where the altered media content is created by embedding awatermark in media content presentable at a network element of aninteractive media network, and enable the network element to accessadditional media content responsive to detecting a selection of thewatermark at the network element.

FIG. 1 depicts an illustrative embodiment of a first communicationsystem 100 for delivering media content. The communication system 100can represent an Internet Protocol Television (IPTV) broadcast mediasystem. The IPTV media system can include a super head-end office (SHO)110 with at least one super headend office server (SHS) 111 whichreceives media content from satellite and/or terrestrial communicationsystems. In the present context, media content can represent audiocontent, moving image content such as videos, still image content, orcombinations thereof. The SHS server 111 can forward packets associatedwith the media content to video head-end servers (VHS) 114 via a networkof video head-end offices (VHO) 112 according to a common multicastcommunication protocol.

The VHS 114 can distribute multimedia broadcast programs via an accessnetwork 118 to commercial and/or residential buildings 102 housing agateway 104 (such as a common residential or commercial gateway). Theaccess network 118 can represent a group of digital subscriber lineaccess multiplexers (DSLAMs) located in a central office or a servicearea interface that provide broadband services over optical links orcopper twisted pairs 119 to buildings 102. The gateway 104 can usecommon communication technology to distribute broadcast signals to mediaprocessors 106 such as Set-Top Boxes (STBs) which in turn presentbroadcast channels to media devices 108 such as computers or televisionsets managed in some instances by a media controller 107 (such as aninfrared or RF remote control).

The gateway 104, the media processors 106, and media devices 108 canutilize tethered interface technologies (such as coaxial or phone linewiring) or can operate over a common wireless access protocol. Withthese interfaces, unicast communications can be invoked between themedia processors 106 and subsystems of the IPTV media system forservices such as video-on-demand (VoD), browsing an electronicprogramming guide (EPG), or other infrastructure services.

Some of the network elements of the IPTV media system can be coupled toone or more computing devices 130 a portion of which can operate as aweb server for providing portal services over an Internet ServiceProvider (ISP) network 132 to wireline media devices 108 or wirelesscommunication devices 116 by way of a wireless access base station 117operating according to common wireless access protocols such as WirelessFidelity (WiFi), or cellular communication technologies (such as GSM,CDMA, UMTS, WiMAX, Software Defined Radio or SDR, and so on).

Another distinct portion of the computing devices 130 can function as aserver (herein referred to as server 130). The server 130 can use commoncomputing and communication technology to perform the function ofadjusting between a video quality and an audio quality in a InteractiveTelevision (iTV) or an IPTV presentation in response to a user selectionwhere the audio quality and the video quality are adjusted at theexpense of each other as will be further described with respect to FIG.4.

It will be appreciated by an artisan of ordinary skill in the art that asatellite broadcast television system can be used in place of the IPTVmedia system. In this embodiment, signals transmitted by a satellite 115supplying media content can be intercepted by a common satellite dishreceiver 131 coupled to the building 102. Modulated signals interceptedby the satellite dish receiver 131 can be submitted to the mediaprocessors 106 for generating broadcast channels which can be presentedat the media devices 108. The media processors 106 can be equipped witha broadband port to the ISP network 132 to enable infrastructureservices such as VoD and EPG described above.

In yet another embodiment, an analog or digital broadcast distributionsystem such as cable TV system 133 can be used in place of the IPTVmedia system described above. In this embodiment the cable TV system 133can provide Internet, telephony, and interactive media services.

It follows from the above illustrations that the present disclosure canapply to any present or future interactive over-the-air or landlinemedia content services.

FIG. 2 depicts an illustrative embodiment of a portal 202 which canoperate from the computing devices 130 described earlier ofcommunication 100 illustrated in FIG. 1. The portal 202 can be used formanaging services of communication systems 100-200. The portal 202 canbe accessed by a Uniform Resource Locator (URL) with a common Internetbrowser such as Microsoft's Internet Explorer™ using an Internet-capablecommunication device such as those described for FIGS. 1-2. The portal202 can be configured, for example, to access a media processor 106 andservices managed thereby such as a Digital Video Recorder (DVR), a VoDcatalog, an EPG, a personal catalog (such as personal videos, pictures,audio recordings, etc.) stored in the media processor, provisioning IMSservices described earlier, provisioning Internet services, provisioningcellular phone services, and so on. The portal 202 can also be used toallocate the relative quality settings for video quality and audioquality as further described herein. Note that the video and qualitysettings can also be set at the media processor or set top box in otherembodiments. In yet other embodiments, the quality settings can be setat either the media processor or the portal (or server).

FIG. 3 depicts an exemplary embodiment of a communication device 300.Communication 300 can serve in whole or in part as an illustrativeembodiment of the communication devices of FIGS. 1-2. The communicationdevice 300 can comprise a wireline and/or wireless transceiver 302(herein transceiver 302), a user interface (UI) 304, a power supply 314,a location receiver 316, and a controller 306 for managing operationsthereof. The transceiver 302 can support short-range or long-rangewireless access technologies such as Bluetooth, WiFi, Digital EnhancedCordless Telecommunications (DECT), or cellular communicationtechnologies, just to mention a few. Cellular technologies can include,for example, CDMA-1X, UMTS/HSDPA, GSM/GPRS, TDMA/EDGE, EV/DO, WiMAX,SDR, and next generation cellular wireless communication technologies asthey arise. The transceiver 402 can also be adapted to supportcircuit-switched wireline access technologies (such as PSTN),packet-switched wireline access technologies (such as TCPIP, VoIP,etc.), and combinations thereof.

The UI 304 can include a depressible or touch-sensitive keypad 308 witha navigation mechanism such as a roller ball, joystick, mouse, ornavigation disk for manipulating operations of the communication device300. The keypad 308 can be an integral part of a housing assembly of thecommunication device 300 or an independent device operably coupledthereto by a tethered wireline interface (such as a USB cable) or awireless interface supporting for example Bluetooth. The keypad 308 canrepresent a numeric dialing keypad commonly used by phones, and/or aQwerty keypad with alphanumeric keys. The UI 304 can further include adisplay 310 such as monochrome or color LCD (Liquid Crystal Display),OLED (Organic Light Emitting Diode) or other suitable display technologyfor conveying images to an end user of the communication device 300. Inan embodiment where the display 310 is touch-sensitive, a portion or allof the keypad 308 can be presented by way of the display.

The UI 304 can also include an audio system 312 that utilizes commonaudio technology for conveying low volume audio (such as audio heardonly in the proximity of a human ear) and high volume audio (such asspeakerphone for hands free operation). The audio system 312 can furtherinclude a microphone for receiving audible signals of an end user. Theaudio system 412 can also be used for voice recognition applications.The UI 304 can further include an image sensor 313 such as a chargedcoupled device (CCD) camera for capturing still or moving images.

The power supply 314 can utilize common power management technologiessuch as replaceable and rechargeable batteries, supply regulationtechnologies, and charging system technologies for supplying energy tothe components of the communication device 300 to facilitate long-rangeor short-range portable applications. The location receiver 316 canutilize common location technology such as a global positioning system(GPS) receiver for identifying a location of the communication device100 based on signals generated by a constellation of GPS satellites,thereby facilitating common location services such as navigation.

The communication device 100 can use the transceiver 302 to alsodetermine a proximity to a cellular, WiFi or Bluetooth access point bycommon power sensing techniques such as utilizing a received signalstrength indicator (RSSI) and/or a signal time of arrival (TOA) or timeof flight (TOF). The controller 306 can utilize computing technologiessuch as a microprocessor, a digital signal processor (DSP), and/or avideo processor with associated storage memory such a Flash, ROM, RAM,SRAM, DRAM or other storage technologies.

The communication device 300 can be adapted to perform the functions ofthe media processor 106, the media devices 108, or the portablecommunication devices 56 of FIG. 1. It will be appreciated that thecommunication device 300 can also represent other common devices thatcan operate in communication systems 100 of FIG. 1 such as a gamingconsole and a media player.

FIG. 4 depicts an illustrative method 400 that operates in portions ofthe communication system of FIG. 1 such as at a media processor or settop box. Method 400 can begin at 402 in which a watermark is embedded inmedia content for presentation in a rendering device in an IPTV networkwhere the watermark includes an embedded link to additional mediacontent. At 404, the method can store the additional media content andat least one metadata pointer that points to the additional mediacontent. A library of metadata pointers can be maintained at a server at406 such that a selection of the watermark invokes access to theadditional media content and the watermark modifies the media content byexchanging media content between an IPTV and a computer on the IPTVnetwork. The media content and the additional media content can bestatic media or dynamic media that was presented live or in a scheduledformat and altered with portions of the dynamic media replaced withalternative live or scheduled content. Note that the media content canbe stored at a STB and a media on demand (MoD) option can be presentedto a cell phone user, a STB user, and a computer user at 408. The mediacontent and the additional media content can also be stored at theserver at 410. At 412, the server can receive and store a metadatapointer to the additional media content and at 414 the additional mediacontent can be presented to a requesting party by selecting thewatermark.

In another aspect, a method can entail a method at a set top box ofaltering media content from a procured channel in an IPTV network at 416where the altered media content includes a watermark and the watermarkcomprises an embedded link to additional media content. As noted above,the altered media content having the watermark as well as the additionalmedia can be stored. A library of metadata pointer can be created wherethe pointers point to the altered media content and the additional mediacontent at 418. The library of metadata pointers can be sent to a serverat 420 and at 422 the server can present a media on demand (MoD) optionfor access to the altered media content to users on the IPTV network.Further, a selection of the watermark at 424 invokes access to theadditional media content. At 426, the method can invoke an editor on abackend server that functions to associate the watermark with a metadatapointer. Note that the altered media content can be stored in at leastone among the STB or the backend server and a MoD option with thelibrary of metadata pointers is presented to a target user. The MoDoption can present the altered media content in the form of audio, text,still images, or video. The MoD option can be presented to any among acell phone user (at a cell phone), a STB user (at a presentation devicecoupled to the STB), or a computer user. The metadata pointer associatedwith the watermark points to content in an appropriate format formattedfor a targeted user of a rendering device among a cellular phone, acomputer, or a STB. The method at 428 can also use a digital videorecorder (DVR) at the STB as a buffer for temporarily storing thealtered media content.

In summary, a method is disclosed in which media content is watermarkedby the provider of the content, where the provider can be a user on theIPTV or iTV system that has the means to edit and exchange contentbetween a PC and an IPTV for example as discussed above. The watermarkcan represent a hidden actionable attribute which the content providerhas added to the media content. An actionable attribute can representembedded XML hypertext in the selected media content which can invoke awebsite redirection. For example, an image can include a hypertextwatermark which when exchanged according to the embodiments describedabove, will invoke a website redirection when the recipient of thecontent selects the image. The redirected site can present relatedcontent and/or advertisements managed by the content provider of theimage. The content provider can be a carrier, a third party contentprovider, or any among the users on the IPTV or iTV network. Thus, auser on an IPTV network can, for example, add the watermark to a staticor dynamic form of content to serve as a link to additional content thatcan be presented in conjunction with the current media content beingviewed. Thus, a party selecting the content can invoke an editor on abackend server to associate a watermark with the metadata. Subsequentlywhen the content is requested, the backend server embeds the watermarkin the content before it conveys it to the requesting party.

Upon reviewing the aforementioned embodiments, it would be evident to anartisan with ordinary skill in the art that said embodiments can bemodified, reduced, or enhanced without departing from the scope andspirit of the claims described below. For example, the modification ofthe media can be done with exchanging static media content in an IPTVenvironment or website. Static in the present context can mean mediacontent that is not temporary in nature like media content presentedaccording to a given schedule (such as a TV program played from 8-9 pm)and no longer available after the schedule. Static media content canrepresent for example media content available 24/7 on a website or on anIPTV or iTV channel. For example, an image, video, audio content, textor otherwise presented on a web page or IPTV channel on an ongoing basiscan be considered static media content. Select static (or dynamic) mediacontent in this context can be transferred between media renderingdevices: IPTV→PC, PC→IPTV to facilitate modification or alteration ofthe media. Pointers in the form of metadata can be used to not onlypoint to the altered content, but can also be used to effectuateexchanges. A user can for example select media content (audio, video,still image, etc.) with a mouse and request a transfer by way of a rightclick menu selection. A backend server can detect the request, extractmetadata from the source (URL and URI) and effectuate a transfer bynotifying a targeted device. The targeted device can prompt a user toaccept or reject the transfer of the proposed media content. With thisprocess, a backend server can be programmed to store a collection ofmetadata pointers to a multitude of media content for a number ofsubscribers without having to store the content.

Embodiments herein can also be adapted to handle a multi-user household.For example, each user can have their own STB or an STB can be shared.In the former case a GUID (Global Unique Identifier) of the STB can beused to associate a user of the STB to a PC (by account name on the PC,PC name if exclusively used by the same person, static IP address ifavailable, or some other form of unique credentials). In the situationwhere more than one user shares the same STB, an administrator of theSTB (e.g., a parent) can establish user accounts on the STB and identifythe users by name, profile, and so on. The profile can identify a PCaccount to associate with the user for purposes of media contentexchanges. The association can be with a PC account of the same user, orother users (for example, friends and family). When the backend servernotifies an STB of a proposed media content exchange, the notice caninclude an identification of the user proposing the exchange which canthen be matched to a profile of a select STB account. Pausing andbuffering media content presented by the STB can also be implemented toavoid service interruptions during the notification process. The aboveexchange can also be initiated from the IPTV to the PC.

Similarly, dynamic media content can be altered. Dynamic media canrepresent scheduled content (e.g., TV shows, radio programs, etc.) whichare temporary in nature. In this context, a metadata pointer to ascheduled program is only useful while the program is active. A DVR, forexample, can be used to buffer the content and thereby change the natureof the content to one that is static. For instance, suppose a user seesan image in a live or scheduled TV program of interest. The user canpause the program, rewind to the point of interest, and then select theimage to initiate an exchange to another device, or the STB itself. TheSTB can perform this function by storing the selected image in a DVR,which can be configured to hold a library of exchangeable media content.The STB can then transmit to a backend server a metadata pointer to themedia content stored in the DVR. The backend server can then inform thetargeted device (e.g., a PC, cell phone, etc.) of the proposed mediacontent exchange, and store the metadata when authorized by therecipient user. From this point, when the targeted device wants toaccess the media content, it signals the backend server, which thenretrieves it from the DVR according to the stored metadata, and conveysit to the requesting device. These techniques can be applied to video,audio, text, still images, or combinations thereof. Further note thatthe alterations or modifications are not just limited to exchanges, butcan also include modification of content that can be achieved with amedia editor for example.

In yet another aspect, portions of a media program can be altered. Forexample, suppose a user is watching a baseball game on ESPN, but doesnot like the sports announcers. Suppose the user likes the sportsannouncers broadcasting on an AM radio channel which is accessible overthe Internet or a radio receiver built-in to an entertainment systemaccessible by the STB. Under circumstances like these, the user canselect the media program in question (the ESPN program) with the mousepointer and use a right click process described to request an alterationof the program. The STB can provide an option to alter the video, or theaudio. In this instance, the user chooses to alter the audio. The usercan then communicate to the STB a desire to replace the audio portion ofthe program with another source. The source can be specified at the STBby browsing the Internet (or other media content source) by way of theSTB and selecting an audio source to replace the audio portion of theESPN program (i.e., the AM channel). Such modified programming can thenbe offered as a Media on Demand option to other users on the IPTV or iTVnetwork via the metadata pointers detailed above.

Other suitable modifications can be applied to the present disclosurewithout departing from the scope of the claims below. Accordingly, thereader is directed to the claims section for a fuller understanding ofthe breadth and scope of the present disclosure.

FIG. 5 depicts an exemplary diagrammatic representation of a machine inthe form of a computer system 500 within which a set of instructions,when executed, may cause the machine to perform any one or more of themethodologies discussed above. In some embodiments, the machine operatesas a standalone device. In some embodiments, the machine may beconnected (e.g., using a network) to other machines. In a networkeddeployment, the machine may operate in the capacity of a server or aclient user machine in server-client user network environment, or as apeer machine in a peer-to-peer (or distributed) network environment.

The machine may comprise a server computer, a client user computer, apersonal computer (PC), a tablet PC, a laptop computer, a desktopcomputer, a control system, a network router, switch or bridge, or anymachine capable of executing a set of instructions (sequential orotherwise) that specify actions to be taken by that machine. It will beunderstood that a device of the present disclosure includes broadly anyelectronic device that provides voice, video or data communication.Further, while a single machine is illustrated, the term “machine” shallalso be taken to include any collection of machines that individually orjointly execute a set (or multiple sets) of instructions to perform anyone or more of the methodologies discussed herein.

The computer system 500 may include a processor 502 (e.g., a centralprocessing unit (CPU), a graphics processing unit (GPU, or both), a mainmemory 504 and a static memory 506, which communicate with each othervia a bus 508. The computer system 500 may further include a videodisplay unit 510 (e.g., a liquid crystal display (LCD), a flat panel, asolid state display, or a cathode ray tube (CRT)). The computer system500 may include an input device 512 (e.g., a keyboard), a cursor controldevice 514 (e.g., a mouse), a disk drive unit 516, a signal generationdevice 518 (e.g., a speaker or remote control) and a network interfacedevice 520.

The disk drive unit 516 may include a machine-readable medium 522 onwhich is stored one or more sets of instructions (e.g., software 524)embodying any one or more of the methodologies or functions describedherein, including those methods illustrated above. The instructions 524may also reside, completely or at least partially, within the mainmemory 504, the static memory 506, and/or within the processor 502during execution thereof by the computer system 500. The main memory 504and the processor 502 also may constitute machine-readable media.

Dedicated hardware implementations including, but not limited to,application specific integrated circuits, programmable logic arrays andother hardware devices can likewise be constructed to implement themethods described herein. Applications that may include the apparatusand systems of various embodiments broadly include a variety ofelectronic and computer systems. Some embodiments implement functions intwo or more specific interconnected hardware modules or devices withrelated control and data signals communicated between and through themodules, or as portions of an application-specific integrated circuit.Thus, the example system is applicable to software, firmware, andhardware implementations.

In accordance with various embodiments of the present disclosure, themethods described herein are intended for operation as software programsrunning on a computer processor. Furthermore, software implementationscan include, but not limited to, distributed processing orcomponent/object distributed processing, parallel processing, or virtualmachine processing can also be constructed to implement the methodsdescribed herein.

The present disclosure contemplates a machine readable medium containinginstructions 524, or that which receives and executes instructions 524from a propagated signal so that a device connected to a networkenvironment 526 can send or receive voice, video or data, and tocommunicate over the network 526 using the instructions 524. Theinstructions 524 may further be transmitted or received over a network526 via the network interface device 520.

While the machine-readable medium 522 is shown in an example embodimentto be a single medium, the term “machine-readable medium” should betaken to include a single medium or multiple media (e.g., a centralizedor distributed database, and/or associated caches and servers) thatstore the one or more sets of instructions. The term “machine-readablemedium” shall also be taken to include any medium that is capable ofstoring, encoding or carrying a set of instructions for execution by themachine and that cause the machine to perform any one or more of themethodologies of the present disclosure.

The term “machine-readable medium” shall accordingly be taken toinclude, but not be limited to: solid-state memories such as a memorycard or other package that houses one or more read-only (non-volatile)memories, random access memories, or other re-writable (volatile)memories; magneto-optical or optical medium such as a disk or tape;and/or a digital file attachment to e-mail or other self-containedinformation archive or set of archives is considered a distributionmedium equivalent to a tangible storage medium. Accordingly, thedisclosure is considered to include any one or more of amachine-readable medium or a distribution medium, as listed herein andincluding art-recognized equivalents and successor media, in which thesoftware implementations herein are stored.

Although the present specification describes components and functionsimplemented in the embodiments with reference to particular standardsand protocols, the disclosure is not limited to such standards andprotocols. Each of the standards for Internet and other packet switchednetwork transmission (e.g., TCP/IP, UDP/IP, HTML, HTTP) representexamples of the state of the art. Such standards are periodicallysuperseded by faster or more efficient equivalents having essentiallythe same functions. Accordingly, replacement standards and protocolshaving the same functions are considered equivalents.

The illustrations of embodiments described herein are intended toprovide a general understanding of the structure of various embodiments,and they are not intended to serve as a complete description of all theelements and features of apparatus and systems that might make use ofthe structures described herein. Many other embodiments will be apparentto those of skill in the art upon reviewing the above description. Otherembodiments may be utilized and derived therefrom, such that structuraland logical substitutions and changes may be made without departing fromthe scope of this disclosure. Figures are also merely representationaland may not be drawn to scale. Certain proportions thereof may beexaggerated, while others may be minimized. Accordingly, thespecification and drawings are to be regarded in an illustrative ratherthan a restrictive sense.

Such embodiments of the inventive subject matter may be referred toherein, individually and/or collectively, by the term “invention” merelyfor convenience and without intending to voluntarily limit the scope ofthis application to any single invention or inventive concept if morethan one is in fact disclosed. Thus, although specific embodiments havebeen illustrated and described herein, it should be appreciated that anyarrangement calculated to achieve the same purpose may be substitutedfor the specific embodiments shown. This disclosure is intended to coverany and all adaptations or variations of various embodiments.Combinations of the above embodiments, and other embodiments notspecifically described herein, will be apparent to those of skill in theart upon reviewing the above description.

The Abstract of the Disclosure is provided to comply with 37 C.F.R.§1.72(b), requiring an abstract that will allow the reader to quicklyascertain the nature of the technical disclosure. It is submitted withthe understanding that it will not be used to interpret or limit thescope or meaning of the claims. In addition, in the foregoing DetailedDescription, it can be seen that various features are grouped togetherin a single embodiment for the purpose of streamlining the disclosure.This method of disclosure is not to be interpreted as reflecting anintention that the claimed embodiments require more features than areexpressly recited in each claim. Rather, as the following claimsreflect, inventive subject matter lies in less than all features of asingle disclosed embodiment. Thus the following claims are herebyincorporated into the Detailed Description, with each claim standing onits own as a separately claimed subject matter.

1. A method at a set top box (STB), comprising: altering media contentfrom a procured channel in an Internet Protocol Television(IPTV)network, wherein the altered media content includes a watermarkand the watermark comprises an embedded link to additional mediacontent; storing the altered media content having the watermark and theadditional media content; creating a library of metadata pointers to thealtered media content and the additional media content; and sending thelibrary of metadata pointers to a server, wherein the server presents amedia on demand (MoD) option for access to the altered media content tousers on the IPTV network and wherein a selection of the watermarkinvokes access to the additional media content.
 2. The method of claim1, wherein the media content is altered with the watermark by a contentprovider.
 3. The method of claim 1, wherein the media content is alteredwith the watermark by a user of the STB.
 4. The method of claim 1,wherein the altered media content corresponds to at least one ofon-demand or scheduled content that is altered with alternative content.5. The method of claim 1, wherein the watermark comprises embeddedhypertext which invokes a website redirection when selected.
 6. Themethod of claim 1, comprising invoking an editor on a backend server toassociate the watermark with a metadata pointer.
 7. The method of claim1, comprising: storing the altered media content in at least one of theSTB or a backend server; and presenting the MoD option with the libraryof metadata pointers to a target user.
 8. The method of claim 1, whereinthe MoD option presents the altered media content in the form of one ofaudio, text, still images, moving images, and combinations thereof. 9.The method of claim 1, comprising: storing the altered media content atthe STB; and presenting the MoD option to at least one of a mobile phoneuser, an STB user, and a computer user.
 10. The method of claim 1,wherein the metadata pointer associated with the watermark points tocontent in a format conforming to operational characteristics of arendering device.
 11. The method of claim 1, comprising using a digitalvideo recorder at the STB as a buffer for temporarily storing thealtered media content.
 12. A computer-readable storage medium,comprising computer instructions to: embed a watermark in media contentfor presentation at a rendering device operating in an interactivetelevision (iTV) network, wherein the watermark comprises an embeddedlink to additional media content; and store the embedded link in alibrary of pointers, wherein a selection of the watermark invokes accessto the additional media content which modifies the media contentassociated with the watermark, thereby producing altered media content.13. The computer-readable storage medium of claim 12, wherein the mediacontent corresponds to on-demand or scheduled content that is alteredwith the additional media content, and wherein the iTV networkcorresponds to at least one of an Internet Protocol Television (IPTV)network, an interactive cable TV network, a satellite TV network, and anIP Multimedia Subsystem (IMS) network.
 14. The computer-readable storagemedium of claim 12, wherein the altered media content is stored at aset-top box (STB), and wherein the computer-readable storage mediumcomprises computer instructions to present a media on demand (MoD)option to at least one of a mobile phone user, a STB user, and acomputer user to access the altered media content.
 15. Thecomputer-readable storage medium of claim 12, wherein the media contentand the additional media content are stored at a server.
 16. Thecomputer-readable storage medium of claim 15, wherein the serverreceives and stores a pointer to the additional media content andwherein the additional media content is presented to a requesting partyselecting the watermark.
 17. A media processor, comprising a controllerto: receive media content from an interactive television (iTV) network,wherein the media content contains a watermark having an embedded linkto access additional content; and access the additional contentresponsive to a detected selection of the watermark.
 18. The mediaprocessor of claim 17, wherein the watermark corresponds to a pointer tothe additional content formatted to operating characteristics of arendering device type communicatively coupled to the media processor.19. The media processor of claim 18, wherein the media processor is aset-top box, and wherein the rendering device is one of a mobile phone,a display, and a computer.
 20. The media processor of claim 17, whereinthe media content and the additional media content each correspond toone of on-demand or scheduled content, and wherein the additional mediacontent replaces the media content or alters at least a portion of themedia content.
 21. The media processor of claim 17, wherein the mediacontent and the additional media content is stored at a server.
 22. Themedia processor of claim 17, wherein the media processor uses a digitalvideo recorder as a buffer for temporarily storing the media contentwith the embedded watermark.
 23. A server, comprising a controller to:manage a library of pointers to altered media content, wherein thealtered media content is created by embedding a watermark in mediacontent presentable at a network element of an interactive medianetwork; and enable the network element to access additional mediacontent responsive to detecting a selection of the watermark at thenetwork element.
 24. The server of claim 23, wherein a link isassociated with the watermark, and wherein the link enables presentationof a media on demand (MoD) option for access to the additional mediacontent.
 25. The server of claim 23, wherein the controller is operableto present the MoD option for access to the additional media content toat least one of a mobile phone, a set-top box, and a computer eachcommunicatively coupled to the interactive media network.